Ford Motor Company has recorded remarkable sales growth in the Middle East, capitalising on what it identifies as “exceptional growth opportunities” in the region. Since 2022, Ford has doubled its regional sales, bolstered by a diversified product line-up and strengthened partnerships, said Kay Hart, President of Ford International Markets Group at its immersive Beyond the Blue Oval event in Dubai. She underscored the region’s strategic significance in the brand’s global growth plan and shared insights into the automaker’s vision for electrification, connected services, and infrastructure development.
“We’re a very fast-growing brand, especially in Saudi Arabia and the UAE,” Hart said, pointing to the brand’s accelerated sales in these markets. Hart attributed this success to a broad product portfolio, tailored to the preferences of Middle Eastern consumers, with models like the new Everest resonating with customers. “Also critical is our partnership with our distributors; they are critical to our success, and they’re with us making great investment in our brand here,” she added, highlighting the role of these collaborations in helping the brand understand and meet the needs of its Middle Eastern customer base.
Electrification takes centre stage
As the Middle East’s appetite for electrified vehicles grows, Ford is responding by introducing a variety of electrification options. During the event, Ford revealed new additions to its hybrid and all-electric line-up such as the Territory hybrid, slated for release in the Middle East in 2025, and the Mustang Mach-E, the brand’s first fully electric model for the region. These launches are part of Ford’s plan to support the region’s transition to sustainable mobility.
Ford’s line-up now includes hybrid versions of popular models, such as the Taurus and F-150, to complement their electrified offering. This diversified approach aligns with consumer demand, with a recent Ford study indicating that 55 per cent of UAE residents and 40 per cent of Saudi residents are interested in purchasing electrified vehicles. “We’re excited about what that means for us,” Hart said, underscoring Ford’s commitment to providing sustainable vehicle options.
Enhanced customer experience
Ford is also leveraging digital solutions to elevate the customer experience in the Middle East, with the launch of the FordPass app set for early 2025 in the UAE, followed shortly by Saudi Arabia. This app will bring Ford’s connected vehicle services to the region, allowing customers to manage key vehicle functions remotely. “The FordPass app puts the ownership experience in the palm of your hand,” Hart explained, highlighting how the app will help owners control features such as remote start, lock, and unlock, along with the ability to pre-cool the vehicle before entering.
FordPass reflects the company’s focus on providing convenient, connected services that enhance the vehicle ownership experience. With growing interest in tech-integrated solutions, Ford is positioning itself as a brand that prioritises customer satisfaction and seamless technology.
Strategic investments in regional infrastructure
In addition to product and service innovation, Ford is investing in regional infrastructure to support its growth. The company announced the opening of a new Parts Distribution Centre in the UAE, which is set to begin operations in January 2025. This facility is expected to improve logistics across the Middle East, ensuring faster delivery of parts and enhancing customer service.
“One of our critical reasons for success here is our partnership with our wonderful distributors right across the region, and we continue with them to invest in the region, be it in people, in talent, in facilities and great products and new services,” Hart said. The Parts Distribution Centre is one of many initiatives aimed at strengthening Ford’s commitment to the Middle East, allowing the brand to better serve its customers and streamline its operations.
Opportunities and challenges
Ford is optimistic about its prospects in the Middle East, with Hart expressing confidence in the brand’s ability to capitalise on growth opportunities. “We think there’s exceptional growth opportunities still here,” she said. “We have a very strong brand that our customers are resonating and connecting with. So, we look forward to continuing to invest in the region, continuing to grow, continuing to offer our customers experiences that they will want to come back and enjoy.”
Challenges in the region, such as adapting to the rapid pace of technological change and meeting evolving consumer expectations, are areas where Ford’s investment in connected services and infrastructure will make a difference. Hart believes that the brand’s strong foundation, along with its focus on customer experience and innovative products, will allow Ford to navigate these challenges and leverage the opportunities that lie ahead. “We’re very optimistic with our confidence, we’re optimistic for further investment and continued growth,” she said.
Ford’s Beyond the Blue Oval event underscored the brand’s commitment to the Middle East. With a robust plan to introduce electrified vehicles, launch connected services, and enhance regional logistics, Ford is setting the stage for a sustainable future in the Middle East and a new era of growth and success in the region’s automotive sector.
